A Local Services Ads case study: the first ad on half of all searches, and 124 leads at 14 dollars each
allens-welding.com, the Allen’s Welding website behind the campaign.
Welding and custom fencing | Los Lunas, New Mexico | Google Local Services Ads
Campaign performance over the reporting period.
| 54.23% of searches showedAllen’s as the top ad | $14 blended costper lead | 124 charged leads overthe period | 93.12% of searches shown abovethe free listings |
The client
Allen’s Welding is a top rated welding and custom fencing contractor in Los Lunas, New Mexico. The team delivers metalwork, fence installation, automated gate systems and on site welding for homes, ranches and businesses across the Los Lunas area, with a five star rating on Google.
For this client the objective was straightforward and measurable: use Google Local Services Ads to hold the top of search and turn that placement into a steady, affordable flow of leads.
The channel: Google Local Services Ads
Local Services Ads sit at the very top of Google, above the regular paid ads and above the map pack, in the block a homeowner sees first. They run on a pay per lead model, which shifts the economics in the advertiser’s favor. Rather than paying for clicks that may go nowhere, the business is charged only when a genuine lead comes through, either a phone call or a message.
For a welding and fencing contractor that fits the way people actually hire. Someone who needs a fence or a gate searches, sees the businesses Google has placed at the top, and contacts one of them. The whole game is being in that top block when it happens, and only paying when a real lead lands. This case study covers how that played out for Allen’s Welding over a sustained, multi month window.
| Why this channel suits a welding and fencing business A fence or gate job starts with a homeowner reaching out, and Local Services Ads charge only when that contact happens. Get the placement right, and the spend converts into real leads rather than into clicks that never call. |
Result: the first ad on more than half of all searches
The standout number is first position dominance. Across the reporting period, Allen’s Welding was the single top ad on 54.23 percent of the searches its campaign entered, and appeared above the free listings on 93.12 percent of them.
| VISIBILITY METRIC | RESULT |
|---|---|
| Ad impressions | 14,584 |
| Shown in the very top ad slot | 54.23% |
| Shown above the free listings | 93.12% |
Google Local Services Ads account, reporting period.
| Why first-position share is the number to look at Appearing above the free listings gets a business seen. Being the very first ad gets it chosen. On more than half of all searches, Allen’s was in that single top slot, ahead of every other advertiser, at the exact moment a homeowner in the Los Lunas area was looking to hire. Across nearly fifteen thousand impressions, that is a dominant position, not an occasional one. |
Result: 124 leads at about 14 dollars each
That visibility converted into a large volume of affordable leads. The campaign produced 124 charged leads over the period at a blended cost of roughly 14 dollars per lead, on total spend of 1,759.94 dollars.
| LEAD ECONOMICS | RESULT |
|---|---|
| Charged leads | 124 |
| Total lead spend | $1,759.94 |
| Blended cost per lead | about $14 |
| Why a 14 dollar cost per lead matters, and why consistency matters more In the welding and fencing trades, a single won job is worth many multiples of fourteen dollars, so a cost per lead in that range is highly efficient. Just as important, this figure has held steady across a long window rather than in a single lucky month. A cost per lead that stays low over months is the sign of a dependable channel, not a one off result. |
Result: steady flow across both lead types
The 124 leads came in across both Local Services Ads channels, phone and message, and the split shows the campaign capturing demand efficiently wherever it appeared.
| LEAD TYPE | LEADS | COST PER LEAD |
|---|---|---|
| Phone leads | 96 | about $16 |
| Message leads | 28 | about $7 |
| Total | 124 | about $14 blended |
| Both channels pulling their weight The bulk of the leads arrived as phone calls, the highest intent contact a contractor can get. Alongside them, 28 message leads came in at roughly seven dollars each, capturing homeowners who prefer to type rather than call. Spread across a multi month window at around seven leads a week, this reads as a steady, always on performer rather than a burst that fades. |
What makes a Local Services Ads campaign perform
Results like these do not come from simply switching the ads on. They rest on the fundamentals of the channel done properly and maintained over time.
- Sustained first-position placement. Being the top ad on more than half of all searches is what a well maintained Local Services Ads presence looks like at its best. It keeps the business ahead of every competitor when a homeowner is ready to hire.
- A pay per lead model, kept efficient. Because the format charges for leads rather than clicks, the value is in keeping the cost per lead low while the volume stays high. Here it stayed around fourteen dollars across a long window.
- Both channels working together. Phone leads bring the highest intent contacts, message leads capture the homeowners who prefer to type. A campaign that delivers both efficiently is capturing the full spread of demand.
- Consistency over time. A steady flow of leads at a stable cost over months is more valuable to a contractor than a single strong month, because it is something the business can plan and rely on.
Want results like these?
Fence Marketing Xperts manages Google Local Services Ads for fence and welding contractors across the United States, alongside local SEO, Google Business Profile optimization and content.
If you have been wondering how to get fence leads without paying for clicks that never call, this is one of the cleanest answers there is. Local Services Ads put you at the top of search when a homeowner is ready to hire, and charge only when a real lead lands. We will review your setup and show you what the channel can do for your market.